Lexus’ Ride-and-Drive Footprint Offers Upscale Activations
Taste of Lexus was completely revitalized for this year, becoming more than just an upscale ride-and-drive, but a destination in its own right. Modeled after retail destinations like Rodeo Drive and Fifth Avenue, the Lexus Promenade was the centerpiece. It comprised a 200-foot-by-50-foot esplanade surrounded by product salons, lifestyle activities and restaurants and embedded with interactive Lexus product displays throughout.
A streamlined registration process provided each guest personalized attention with on-site arrival and check-in modeled after a luxury hotel experience. The free-flowing event path allowed guests to choose the activities most interesting to them.
Partner “storefronts” included Wired magazine’s Gadget Lab, complete with Lexus technology and Dwell magazine’s sustainable living ideas, in conjunction with Lexus Hybrid technology. Lexus Cinema allowed guests to watch award-winning short films, and the Kids Zone created a dedicated space for engaging in fun, educational activities. Through it all product specialists were available to answer detailed product and brand questions.
New on-site technology eliminated the traditional wait for test drives by implementing an appointment-based system that freed visitors to experience more of the Lexus Promenade activities. An exit survey allowed attendees to share opinions and opt in for dealer contact.
More than 41,000 attendees experienced the event, with 85 percent spending between one and three hours there. Plus, 73 percent of guests said their knowledge of hybrid technology had been increased by the event and 76 percent said their perception of the brand was increased. The event rated an average of 4.6 out of five.